7 + 8 Flashcards
The influence of Brand association on Consumers’ choice
what are the 3 association components that make brand equity?
decribe in detail
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Strength of Brand associations
- The moor deeply a person thinks about product information and relates it to existing brand knowledge, the stronger is the resultung brand association.
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Uniqueness of brand associations
- Uniqueness of the brand / product
- May provide the brand some sustainable competitive advantage
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Favorability of brand associations
- Is higher when a brand possesses relevant attributes and benefits that satisfy consumer needs and wants.
- What is Brand salience?
- Internal
- external
The probability that a brand enters our consciousness at any random moment of our life
- Internal Salience:
- What are the chances to think about brand just being you, without external influence?
- External Salience:
- What are the chances to think about brand just being you, with external influence?
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Perceptual salience:
- The chance you will be confronted with that brand
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Social salience:
- Other people talking about the brand. You observe them or are one of the group.
Dual structure of brand associations
What is the difference between:
- Brand evocation
- Brand imagination
- Brand evocation
- Unconscious
- About salience
- Brand imagination
- Conscious
- About image
What do we mean with ‘arousal’ when talking about Association networks?
Association network:
- The amount of associations increase when you’re involved, experience or heat about a brand. (connected by nodes)
Arousal:
- How early an association comes to mind when you think about a brand and the strength of this. It is very good to have at least a few strong associations. Thinking about a brand makes you think about experience, stories, imagery, user groups, etc.
- 4 uur >> Cup a Soup
- Cup a Soup >> 4 uur
Give an example of how framing can alert different nodes in a associative network
Is it advertised as a drug or is it advertised as a supplement?
- Drug:
- Then, consumers tend to discount the health risk associated with the remedy (such as health risks of high-fat food).
- >> consumers are more likely to engage in high risk behavior such as high-fat eating (especially those who are at higher risks (obese and high cholesterol consumers).
- It is considered as a “get out of jail free card.”
- Then, consumers tend to discount the health risk associated with the remedy (such as health risks of high-fat food).
- Supplement
- Then, consumers seem to realize that the label means that the remedy must be taken in conjunction with some kind of change in lifestyle, such as heathier eating and more exercise.
What do we mean with
- size
- strength
- scope
regarding brand awareness
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Depth:
- Size: recognition and recall
- Strength: Intensity
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Breadth (width)
- Scope
- Series of product categories that the brand is connected to in our memory
- Scope
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Depth of brand awareness
- Ease of recognition & recall
- Strength to clarity of category membership
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Breadth of brand awareness
- Purchase consideration
- Consumption consideration
Give 3 hypotheses to why consumers prefer known brands over unknown brands
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Social desirability
- A brand that is accepted by friend, family or accepted in your country (= well known). When it is good enough for my friend, when I see my friends use the product, when it has a high market share, then it will probably be a good brand.
- We follow other people. (Most dominant, prominent one = best explaining)
- A brand that is accepted by friend, family or accepted in your country (= well known). When it is good enough for my friend, when I see my friends use the product, when it has a high market share, then it will probably be a good brand.
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Mere exposure (Not supprted)
- Things exposed many times become more familiar and more accepted.
- The attitude, liking goes up. Even though we do not know anything from the brand, the more we see it is, the more we appreciate it.
- No deepness, just seeing the brand, person, e.g.
- Things exposed many times become more familiar and more accepted.
- Acces to information (not supported)
There are three forms of cognition applied to brands:
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Verbal system
- visual, auditory: phrases and records that express experiences with and significances of a brand
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Non-verbal system
- analog representations: visual images, auditory representations, sensing and feeling, taste, smell
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Propositional representation
- abstract meanings of a brand: interpretations such as image and mentalees
Give examples of the following categories of brand believes:
ex. Why can color trigger a certain brand?
- color
- Subbrand
- country of origin
- Service associations
- usage moment
- Use-image
- Perceived quality and price
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Color
- Color purple is enough to triger Milka
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Subbrand
- “I drive a Golf, Passat” and people know where you are talking about (Volkswagen)
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Country of origin
- Citroën shows prototypical German things (bradwurst, Oktoberfest, Berlin) in their advertisement, but also show made in France at the end of the commercial
- Stresses reliability, but also makes clear that the France are capable of making good cars. (Not very smart to compare with German prototype)
- Citroën shows prototypical German things (bradwurst, Oktoberfest, Berlin) in their advertisement, but also show made in France at the end of the commercial
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Service associations
- Cross pens are very expensive, but this brand offers a lifetime guarantee. If it breaks, the pen will be replaced by a new one.
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Usage moment
- Champagne for celebration. It helps us to define the usage situations
- it will not be helpful if you want to increase the number of sales. You cannot increase the number of celebrations. On the other hand, people are less price sensitive when celebrating.
- Champagne for celebration. It helps us to define the usage situations
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Use-image
- Why does SPA use blue? It is clean water, natural, from its source. The real thing. SPA
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Perceived quality and price
- When things are expensive, people expect that the wine is good quality. If the prices are too low, people are reluctant to buy the product since they think the quality is not good enough.
Observed vs Experienced Emotions Associations
Observed: Learning from advertisements
Experienced: Learning from interaction
Two ways of using emotions as a marketing instrument
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Tactical
- Emotion as means to activate responses (not directly linked to the brand)
- Central beheer (humor)
Vrachtwagen die niet onder de brug door past met dixies erop (kliederboel) en mevrouw met cabrio erachter.
- Central beheer (humor)
- Emotion as means to activate responses (not directly linked to the brand)
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Strategic
- Emotions are used as a “benefit” and are permanently linked to the brand name.
- Emotions are used as a “benefit” and are permanently linked to the brand name.
Difference between brand attitude and brand images
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Image
- Only deals with beliefs, associations
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Attitude
- Also deals on evaluations: How important is that characteristic to me?
from brand knowledge to brand behavoir
draw conceptual model
Every brand relationship expresses the following aspects (4):
- Interaction
-
Communication
- (domination and affinity)
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Reciprocity
- Wat do I get in return?
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Continuity
- Loyalty
3 kinds (roles) of relationships with brands
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Practical role
- is about convenience: all my friends use this app or have this product, so that is convenient. But also i worked with iOS before, i know how it works and therefore i stick to iPhone.
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Emotional role
- The image of the things are associated with iPhone fit yours
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Social role
- Is about ‘status’: I am superior since I have the new iPhone.
From “where” to “what”: Distributed representations of brand associations in the human brain (Chen et al., 2015)
- What is the difference between “what” vs “where” questions?
- How can those questions be connected?
- Where:
- Neuroscience approach (locate activity in the brain)
- What:
- Marketing approach (what are the associations that goes through the mind of consumers when presente with a brand?)
- Connecting them:
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Use of cross-validation techniques.
- Can test wether a distributed pattern of brain activity contains some set of information predicted by cognitive and behavior theories.
- Take scan of the brain activity in some situation and compare if its in line with predicted response by some theory
- Can test wether a distributed pattern of brain activity contains some set of information predicted by cognitive and behavior theories.
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Use of cross-validation techniques.
Why is it relevant to know where in the brain activity takes place for marketing goals? (Chen et al., 2015)
- To overcome limitations of self-report
- You can compare bran acitvity with a predicted response established theory (to assess the strenght of connection between associations)
A natural next step is to characterize how these representations are affected by marketing actions, and what are the different cognitive processes that act on these representations.
